Good contractors lose jobs every day. Not because of the work. Because of these 10 mistakes.
A free guide for home service business owners who are tired of being overlooked — with specific fixes for each one.
Most home service businesses are better than their branding makes them look. The Brand Breakaway changes that.
I help home service business owners identify exactly what’s holding their brand back — and build the strategy to break away from competitors and grow.Serving home service businesses across Canada and the US.
Growing a great service business should feel easier than this.
You’re good at what you do. You show up, you do the work, you treat customers right.
And yet — the phone isn’t ringing the way it should. You’re competing on price against contractors you know you’re better than. Your marketing feels like it’s not working, even when you’re putting money into it.
The problem is almost never the quality of the work.
It’s the brand. Specifically, how the business looks, sounds, and shows up in the market before a customer ever picks up the phone.
Most owners can feel this. Something’s off. The website doesn’t feel right. The socials feel inconsistent. The business looks fine, but not as strong as it actually is.
They just can’t see exactly where the breakdown is.
That’s what I do.
“More often than not, messaging, marketing and sales problems manifest from brand problems. It’s like trying to read the label from inside the bottle. That’s what I help with.”
— Jonathan Glen
A clear path from where you are to where you want to be
Discover
The Brand Discovery Audit gives you a clear outside perspective on how your business is currently showing up — what’s working, what’s not, and what to fix first.
Strategize
The Brand Breakaway Roadmap turns the audit findings into a full strategic plan — positioning, messaging, visual direction, and a clear 30/60/90-day priority plan.
Execute
Brand Breakaway Coaching puts support behind the strategy — accountability, feedback, and decision support as you implement the changes that make the business stand out.
Work With Me
BRAND DISCOVERY AUDIT
The starting point. A full strategic review of how your business currently shows up in the market — website, socials, messaging, vehicles, and positioning.
You get a scorecard across 11 categories, a recorded video walkthrough, a 60-minute live call, and clear priority action steps.
$297 CAD — Founding client rate.
BRAND BREAKAWAY ROADMAP
A full strategic plan built after the audit.
Positioning, messaging, visual direction, and a 30/60/90-day priority plan specific to your business.
BRAND BREAKAWAY COACHING
Implementation support as you execute the strategy. Accountability, feedback, and decision support from someone who knows your brand and your market.
BRAND BREAKAWAY ACADEMY
A self-paced digital course for home service business owners who want to strengthen their brand strategy, refine their visual identity, and amplify their messaging — on their own schedule.
What Business Owners Are Saying
“Jonathan completely changed how I saw my business. After implementing his brand strategy, I started getting higher-quality leads and better-paying customers.“
– Tye Leishman, Tempco Heating and Cooling
“I was stuck for years, relying only on word-of-mouth. Now, people actually find me online and trust my brand at first glance.”
– Skunky’s Junk Removal + Alpha Carpet & Duct Cleaning
“This audit showed me exactly why my marketing wasn’t working – and what to do instead. Game-changer!“
– Ryan Cook, Ryan Cook Carvn
Free Resource
The Stand-Out Contractor Scorecard
A free 10-minute self-audit that scores your business across 11 categories. Find out exactly where your brand is strong and where it’s costing you jobs.
Free Resource
10 Deadly Mistakes That Stop Home Service Businesses from Growing
A free guide covering the 10 most common brand and marketing mistakes — and exactly how to fix them.
About Jonathan Glen
I’m a brand strategist who works specifically with home service businesses, professional services and trades.
I’ve spent years in the vehicle wrap and branding industry through Canawrap, which means I’ve reviewed hundreds of service business brands up close and seen firsthand what separates the contractors who get noticed from the ones who blend in.
I’m also a former certified StoryBrand guide and a Section4 certified brand strategist. Everything I do is built around one idea: clarity wins. When your brand clearly communicates who you are, what you do, and why to choose you — everything else gets easier.
Section 4 Certified Brand Strategist
trained in the frameworks, language, and models of brand strategy that drive measurable business growth.
StoryBrand Certified Guide [2019 – 2023]
Former StoryBrand Certified Guide — a framework built around clarity and customer-first messaging that helps businesses connect, convert, and grow.